CHALLENGE

757 million people cannot read this sentence. Illiteracy isn’t just about being unable to read a book. It shortens life expectancy, increases infant mortality and spreads disease. Illiterate people are at greater risk of STDs, addiction or FGM. Illiteracy is a core driver of many of the world’s problems, and yet for the vast majority, it’s not a problem which is on their radar.

IDEA

By raising awareness of the multitude of issues stemming from illiteracy we could create a seismic difference: embolden economies and prevent millions of deaths. Context would be key. Focussing on audiences when they were reading or interacting with emotive content, to ensure receptivity and engagement. The “Alphabet of Illiteracy” film would drive awareness & educate, and drive audiences to a bespoke website/social-media hubs to engage.

RESULTS

Tightly targeted, Video, Social & Influencer campaign, which elevated the manifold issues of illiteracy on a global level. Reaching 462m people. Generating over 14,000 signatures, demonstrating support for the 757m illiterate people. Project Literacy joined the UNESCO Global Alliance for Illiteracy, elevating the cause on a global platform and delivering against the core campaign objectives – getting it on to people’s radar and making it relevant.